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How Disney Marketing Revitalized the MCU with ‘WandaVision’ – Deadline

EXCLUSIVE: It’s been a long time since we’ve seen anything from Marvel, and you can blame that squarely on the pandemic.

As the greatest hope for a better 2021 arises with new President Joe Biden looking to deliver 100 million Covid vaccines in his first 100 days, fans and girls can finally calm down, because from ‘Today, the first streaming series featuring MCU characters, WandaVision, finally sees the light of day.

It’s been 20 months since Disney delivered the highest grossing film ($ 2.8 billion) and global opener ($ 1.22 billion) of all time with Marvel. Avengers: Endgame, and 563 days since Sony / Marvel’s Spider-Man: Far From Home hit the big screen. As rival studios try to focus on marketing both their streaming prices and their movies, WandaVision push was designed and implemented by the same theatrical marketing team (led by President Asad Ayaz) at Disney that was behind their hit MCU series of Avengers, Captain Marvel, Black Panther and more. The Ayaz crew also mounted the marketing of seasons 1 and 2 of Star Wars: The Mandalorian. It’s a set that has earned great bragging rights: They have the distinction of delivering a 2019 global industry box office record for Disney in 2019 of $ 13.2 billion.

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AP

the WandaVision campaign was one that was roughly a 1 1/2 in the making. Across all of its tentacles, including outdoors, digital and television, 2.14 billion impressions were generated.

“In classic MCU Marvel form, the WandaVision The rollout was fully triangulated across the Marvel, Disney, and Disney + ecosystem with a 336.86 million SMU social media universe on Facebook, Twitter, Instagram and YouTube – with Marvel’s SMU at 107.3 million, Disney at 92.3 million SMU and Disney + emerging growing at 9.5 M SMU. WandaVision social reach is light years ahead of most streaming shows with a 263K SMU, ”reports Hollywood social media analytics firm RelishMix.

Marvel does WandaVision official at San Diego Comic-Con in July 2019 when Elizabeth Olsen (Wanda Maximoff), Paul Bettany (Vision) and Teyonah Parris (Monica Rambeau) took to the stage in Hall H to announce the project, written by Captain Marvel scribe Jac Schaeffer.

We wouldn’t see a flicker of WandaVision again until September 20 of last year, which was Emmy night. And while there weren’t many people watching the Emmys (6.1M), the trailer drops for WandaVision resonated well after the broadcast with 53 million views online in its first 24 hours (18 million overall views on YouTube), a record for a streaming series trailer. If Netflix’s organic and silent menu campaign for The queen’s gambit may become his most watched limited series with 62 million views in 28 days, imagine what the noise made here WandaVision can potentially give way.

“The clear engine of social media for WandaVision Outreach and engagement marketing is broadcast on YouTube with over 119 million views, more than double the 53 million since September 22 and the date announcement. The campaign of more than 24 BTS spots, trailers and interviews is powered by the YouTube channel Marvel (14.8 million subscribers) and published on Disney + YouTube (287,000 subscribers) and Disney YouTube (5 million subscribers) ) – the whole thing is ripped up and reposted on Movie, Fan and Super Fan channels with over 120 videos, all with over 100,000+ views, ”says RelishMix.

During the month of November, Disney took to heartbeats as it pushed the series to stream, the first to play star characters in the MCU. Specifically, there was a Weekly entertainment cover and first look images that debuted online. November 12, filing date for WandaVision was announced on social media with a personalized motion poster. Empire magazine launched a WandaVision online coverage with special coverage for alternative subscribers.

December was the profitable period for the WandaVision campaign with six posters from the decade (50s, 60s, 70s, 80s, 90s, 00s) that were uploaded daily from December 4 to 9 to subliminally tease an upcoming content drop, which was of course the second Trailer that was unveiled during Marvel boss Kevin Feige’s presentation on Disney Investor Day on December 10. This trailer alone on YouTube has generated almost 9 million views. A new paid key art went live immediately.

Disney

While many studios have cut back on theatrical P&A spending during the pandemic, Disney has spared no show to promote WandaVision through its sister companies in a synergistic blitz. This included not only commercials, but also special-looking stunt interstitials, co-branded takeovers, on-air graphics integrations, on-show integrations, and personalized content for talent.

Even today, on the show’s launch day, there is a 15 seconds per hour spot that airs with animated billboards on ABC, ABC Owned, ESPN, ESPN Deportes, Freeform, FX / FXX / FXM, National Geographic, Nat Geo Wild and Hulu. On Christmas Day there was a special 60 second look when the ABC Disney Parks Magical Christmas Day Parade aired. See below:

Separately as part of Disney’s cross-promotion for WandaVision, there was an ESPN SportsCenter Virtual Set Takeover showcasing the logo’s transformation over the decades (from 1979). There was a HULU custom social stunt with director Matt Shakman connecting retro looks from WandaVision to nostalgic hit TV shows. And on FX and FXX, there was almost 20 minutes of programming with the making of two minutes WandaVision.

WandaVision was also announced in a near-ubiquitous presence in major broadcast hits, including NFL and NBA games, prime-time TV, cable and streaming platforms.

WandaVisionThe digital push of the digital push included the launch of her Instagram account, which served as a never-before-seen “ reality bending ” grid that updates on its own (you can see What are we talking here). Custom Twitter emojis included #Wanda, #TheVision, and #WandaVision, updated week by week as the season evolves over the decades. There was a “Heart to Remind” launch on Twitter, encouraging users to like this tweet to receive reminders when they are new WandaVision beginning of episodes. Black and white character posters were digitally deposited from January 10 to 14.

WandaVision TV influence box

For key talents and influencers to tweet photos about the show, Disney sent them a TV dinner box containing a personalized TV tray, a set of utensils, coasters, drinking glasses and a newspaper. designed to look like a vintage TV guide with personalized cover. A Talent Panel Q&A was posted on Twitter yesterday with the Wandavision actors, filmmakers, and appearances of other MCU talent.

Even though Hollywood films reduced their outdoor presence during Covid with less traffic and the box office capitals NYC and LA closed, streaming series billboards were prevalent in both cities; Wandavision no exception. If you are in Los Angeles, you will see billboards on the Sunset Strip, the Beverly Center, the W Hotel Hollywood, and the Hollywood Towers; while in New York, you’ll find animated billboards in Times Square and outside Penn Station.

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